Research Now SSI and iSpot.tv partner on TV measurement

US – Market research and data business Research Now SSI has partnered with TV ad measurement and attribution analytics company iSpot.tv.

The partnership will combine iSpot’s TV advertising analytics with Research Now SSI’s consumer survey dataset to form a passively monitored TV viewership panel that can be used to assess the effectiveness of TV advertising.

Both single-channel linear TV and cross-media measurement, including over-the-top (OTT), will be available through the alliance.

Bob Fawson, executive vice-president of product development at Research Now SSI, said: "This partnership sets the standard for linear television advertising effectiveness measurement as part of a unified single-source passive video measurement solution."

Robert Bareuther, senior vice-president of business development at iSpot, added: "Together we can provide our clients the accurate insights and measurement they need given the continued importance of TV in the media mix."